When customers walk into a fast casual restaurant, they likely don't think about the brand's president or CEO, its director of marketing or VP of franchise sales. But it's exactly those executives who make a concept the place to go to begin with.
Given the overall surge the fast casual segment has seen in recent years, industry leaders are under more pressure to stay innovative, creative and cost efficient. Read on for our pick of the five fast casual executives who have the most to gain in 2010.
1. Bill Moreton, Panera Bread EVP and Co-COO
When Ron Shaich steps down later this year as Panera Bread's CEO, Bill Moreton will take his place. Moreton joined Panera Bread in 2008 as executive vice president and co-chief operating officer.
Moreton is more than a little familiar with Panera Bread's operating procedures. From 1998 to 2003, he served as Panera's EVP, chief financial and administrative officer. His resume also reads like a phone book of popular restaurant industry brands. Between his two Panera Bread positions, Moreton was president and CFO of Potbelly Sandwich Works. He also served as CEO of Wendy's subsidiary Baja Fresh.
It's no secret that Panera Bread received several industry accolades in 2009 as systemwide comps in the company's third quarter grew 3 percent while its net increased 38 percent. In 2010, Panera Bread leaders are anticipating the opening of up to 90 units and a 3 percent to 5 percent increase in same-store sales.
Shaich undoubtedly had a magic touch during his tenure as Panera's fearless leader. Here's hoping Moreton will, too.
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2. Stacey Kane, director of Marketing, California Tortilla
Stacey Kane joined California Tortilla in 2007 as the concept's director of Marketing. Since then, the company has launched innovative promotional campaigns such as its Secret Password Day, Burrito Bailout Program and its Rock, Paper, Scissors Tournament, a guest favorite. She also spearheaded the company's social media campaign and has since participated in a number of panels that address social media strategies.
Social media's use as a viable marketing tool will continue into the New Year and beyond. It will interesting to see what creative promotion(s) she will think of next.
3. Alan Hixon, president, MOOYAH Burgers & Fries
Alan Hixon may not have founded Freebirds World Burrito, but he's the man who is widely credited with its growth success.
In early 2009, Hixon switched gears and became president of Mooyah Burgers & Fries. Since taking the leap from burritos to burgers, he has guided Mooyah into new creative and growth territory, helping the brand open seven new units in 2009.
He also led the brand's reimaging strategy that included new furniture, a new color scheme and a variety of other engaging and creative in-store elements.
It will be interesting to see what Hixon does with Mooyah in 2010, as the chain only has everything to gain in the coming year.
4. Don Fox, CEO, Firehouse Subs
Ask Firehouse Subs founder Robin Sorensen about Don Fox and what you'll get in return is a litany of reasons why Fox is good at what he does. Serving as chief operating officer of Firehouse Subs since 2003, Fox was credited with successfully executing the Firehouse Subs development plan created in 2001, in addition to building upon it.
In December, Firehouse announced Fox's advancement to CEO of the Jacksonville, Fla.-based chain. In his new role, Fox will still be responsible for spearheading the opening of new locations — including the first Firehouse Subs in Chicago. And we'll watch to see if Fox will reach his other goal of opening 50 new Firehouse locations this year.
5. Carl Howard, Fazoli's CEO
Fazoli's named its new CEO, Carl Howard, in 2008 after the retirement announcement of Bob Weissmueller.
In the nearly two years since his reign at the top of the 286-unit Italian eatery, Fazoli's has launched a new menu and was ranked in the Top 10 on Parents Magazine's list of the best fast casual restaurants. The same year Howard was hired, the company closed its locations in Arizona and tried to resell or sublease its locations in Central Florida.
Critics seem to be happy with the menu changes and after more than a year as the company's CEO, 2010 will be a good indicator as to whether Howard's efforts have paid off.
